PENGARUH PRODUK, PROMOSI DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN

Abstract

The rise of demand of fashion has made the customers often go shopping, choosing attractive fashion product, promotional gift, and conducives store atmosphere will influence the purchasing interest of the customer in fulfilling their fashion needs. This research is meant to analyze the influence of product, promotion, and store atmosphere which have an influence to the purchasing interest of customer at Matahari Departement Store Royal Plaza Surabaya. The population is all customers who have ever gone shopping at Matahari Departement Store Royal Plaza Surabaya. The sample collection technique has been done by using accidental sampling and 100 respondents have been selected as samples. The data analysis technique has been done by using multiple linear regressions method. The result of the test shows that product, promotion, and store atmosphere have positive and significant influence to the purchasing interest. When all aspects of product, promotion, and store atmosphere are getting better, it will increase the purchasing interest of the customer. The result of the test shows that based on the partial coefficient determination it has been found that the promotion variable has dominant influence to the purchasing interest.
Keywords: Product, Promotion, Store Atmosphere, Purchasing Interest